Download - Social Media Comes Last #edSocialMedia
![Page 1: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/1.jpg)
Why Social Media Comes Last
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.com
doteduguru.comhubspot.comnuCloud.com
![Page 2: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/2.jpg)
Why Am I Talking to You?
?
![Page 3: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/3.jpg)
What I Do…
![Page 4: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/4.jpg)
Marketing Has Changed
1950 - 2000 2000 - 2050
![Page 5: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/5.jpg)
Outbound Marketing
![Page 6: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/6.jpg)
Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
![Page 7: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/7.jpg)
Inbound Marketing
Blog SEO Social Media
Social Media is Only One Channel!
![Page 8: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/8.jpg)
Inbound Marketing Process
Measure
Convert
Get FoundTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
![Page 9: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/9.jpg)
Slow Down…
![Page 10: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/10.jpg)
Questions
• First there are a few questions to ask yourself
![Page 11: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/11.jpg)
If a tree falls in a forest and noone is around to hear it, does it
make a sound?
![Page 12: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/12.jpg)
If people can’t find it,does it matter?
![Page 13: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/13.jpg)
What is the purpose of our
website?
![Page 14: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/14.jpg)
What is Important?
![Page 15: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/15.jpg)
IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
![Page 16: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/16.jpg)
Is Your Website a Well Oiled Machine?
![Page 17: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/17.jpg)
So Many Directions
to Go…
![Page 18: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/18.jpg)
SubDomainURL Structure
Analytics InstalledSite Layout
Site ArchitectureLead Tracking Setup
Calls to Action Landing Pages
On-Page SEO
Keyword Research
BloggingLink Building
Content Creation
Be Social
Inbound Marketing
Success Pyramid
![Page 19: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/19.jpg)
Inbound Marketing Book
Learn about:
Get FoundConvertAnalyze
![Page 20: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/20.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 21: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/21.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 22: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/22.jpg)
Defining Goals
• Business Goals• What your site must accomplish?• Who is your audience?• What makes you special?
![Page 24: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/24.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 25: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/25.jpg)
Content Is King!
![Page 26: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/26.jpg)
Content is More Important than Design!
![Page 27: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/27.jpg)
Content
• Create great content that tell your stories• If you don’t have this the rest won’t matter
![Page 28: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/28.jpg)
This Is An Ongoing Process
![Page 29: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/29.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 31: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/31.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 32: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/32.jpg)
Navigation
• Usability• Cross Linking Content• Sitemap• Footer
![Page 33: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/33.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 34: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/34.jpg)
Search Engine Crawlers Are Your Blindest Users
GoogleYahoo Microsoft
![Page 35: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/35.jpg)
The Lynx Browser
http://bit.ly/lynx
![Page 36: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/36.jpg)
Accessibility
• 508 Compliance• Search Engine Optimization
doteduguru.com/seo• CSS friendly
• educheckup.com
![Page 37: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/37.jpg)
SEO is Usability and Accessibility
![Page 38: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/38.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 39: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/39.jpg)
Site Intelligence• Site Search• Analytical Tracking• Lead Intelligence• Conversions
http://doteduguru.com/web-analytics
![Page 40: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/40.jpg)
Choosing an Analytics Package
![Page 41: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/41.jpg)
How Do You Convert?
• Conversions require Landing Pages
• A Landing Page is a Page with a Form on it.
![Page 42: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/42.jpg)
IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
![Page 43: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/43.jpg)
Landing Page Best Practices
![Page 44: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/44.jpg)
Three Steps of a Landing Page
1. The Call to Action
2. The Landing Page
3. The Follow-Up
![Page 45: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/45.jpg)
The Call to Action
• Are your offers compelling?• Call to action best practices– Create urgency– Include an image– Contrasting colors– Be specific/inspirational
![Page 46: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/46.jpg)
The Landing Page
![Page 47: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/47.jpg)
The Landing Page
• Keep it simple– Little to no navigation or other links
• People scan, don’t read– Bullet points– Pictures– Bold copy– Five second rule
• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions
![Page 48: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/48.jpg)
The Follow-Up
• Thank you page• Auto response email• Additional channels to connect• Opportunities for further engagement– Lead Nurturing– Email Marketing– Phone Calls
![Page 49: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/49.jpg)
Thank You Page Examples
![Page 50: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/50.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 52: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/52.jpg)
YouTube Isn’t Alone
![Page 53: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/53.jpg)
YouTube Isn’t Alone
• Buy a video camera – Less than $200• YouTube Account – Free ($0)
![Page 55: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/55.jpg)
Audio
• Olympus WS 400 – Less than $100• iTunes Account – Free ($0)
![Page 56: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/56.jpg)
Student Blogs
http://www3.imperial.ac.uk/campus_life/studentblogs
![Page 57: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/57.jpg)
Student Blogs
• Typepad Pro – Unlimited $15/month• Wordpress.org Install – Free ($0)• Blogger – Free ($0)• Find Out If Your CMS Supports Blogging!
![Page 60: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/60.jpg)
RSS & Calendar
http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
![Page 61: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/61.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 62: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/62.jpg)
Link Building
• Content Creation Strategy• “If You Build It, They Will Come”
![Page 63: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/63.jpg)
Site Authority
![Page 64: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/64.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 65: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/65.jpg)
Site Optimization
• Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.
PageTitle
MetaDescription
MetaKeywords
URLs
Headers
http://doteduguru.com/seo
![Page 66: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/66.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 67: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/67.jpg)
Marketing Efforts
• Landing Pages• Email Marketing• Advertising• Promotional
![Page 68: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/68.jpg)
Landing Page Best Practices
1. The Call to Actions– Compelling Offers– Best Practices
2. The Conversion Page– Keep it Simple– People Scan, don’t read
3. What Happens Next?– Response Email– Thank You Page
![Page 69: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/69.jpg)
So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
![Page 70: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/70.jpg)
Social Media
Build Relationships
http://doteduguru.com/social-media
![Page 72: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/72.jpg)
Final Thoughts
![Page 73: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/73.jpg)
Inbound Marketing is NOT a sprint…
it’s a Marathon
![Page 74: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/74.jpg)
Consistency is Key!
![Page 75: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/75.jpg)
Inbound Marketing Process
Measure
Convert
Get FoundTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
![Page 76: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/76.jpg)
Be Actionable
![Page 77: Social Media Comes Last #edSocialMedia](https://reader036.vdocument.in/reader036/viewer/2022062513/554efefcb4c90577698b4d6c/html5/thumbnails/77.jpg)
Why Social Media Comes Last
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
hubspot.comnuCloud.com
Questions?